Social Marketing in The Taiwanese NPOs

• Main Authors: Ying-Hua Li, 李映樺
• Other Authors: Ru-Yu Wang
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/vh8us7

碩士 === 中原大學 === 企業管理研究所 === 102 === The purpose of this paper is to induce a social marketing framework through the academic researches and present practice perspectives. Because of the rise of civic consciousness and the awareness of social issue, more and more non-profit organizations and social groups is being built at the same time. However, the impact of environmental changes influences the strategies of non-profit organizations, and even threats the survival of non-profit organizations. Therefore, the usage of marketing skills has grown in popularity as well as the academic field. Within the academic researches, this paper induces the different views of the past researches and uses the qualitative method to interview 16 non-profit organizations and 1 professional. Then with the combining of practical experiences and academic perspectives fixes the past academic framework, and deduces a new social marketing implemented framework. It includes 6 parts, which respectively are environmental analysis, target audience analysis, marketing mission, service marketing planning mix 7Ps, implemental process, and evaluation and feedback. In contrast with the usage of traditional marketing mix 4Ps within the past social marketing framework, “the service marketing mix 7Ps” is more suitable for non-profit organizations. Because the non-profit organizations are belonged to one kinds of service industry, they have the similar traits of industry. Therefore, except for the 4Ps planning program, the implementation of the additional 3Ps of service marketing mix 7Ps ─ physical evident, people, process begins obviously in bigger non-profit organizations. So, the finding of this paper is that the 7Ps planning not only can be combined with social marketing framework but also highlight the features of service industry and help the decision maker to solve the problems. Otherwise, this paper also proves “customer-oriented” view in the social marketing, and sees the importance of “the internet marketing media”, especially the use of Facebook. Moreover, in the vision of the operation of non-profit organization field, the concepts of “User fees” or “third party pays” has been more and more emphasized and implemented. It also influences the operated thinking in non-profit organization. This paper thinks that these views are the important operated points and the developed trend of future.